Everything that falls into the category of advertising on the Internet is united under the term online marketing. And it is precisely this online marketing that takes different forms these days. A self-employed person can advertise his services on his homepage or via a banner on another website. In addition, there are advertising measures via email or social media. This article reveals what is behind this and who uses which advertising on the Internet and how.
Of course, it makes sense to use your homepage for advertising purposes. Those who offer a service present their service portfolio online. The use of testimonials is particularly popular. Satisfied customers make a short statement about cooperation and performance. It also makes sense to show your works – either via a link or in a project description, ideally with a picture.
Others who sell products often design a web shop that – with good content – can serve advertising. A bad example is a web shop with monosyllabic product descriptions. The search engine finds these products difficult. This hurts the ranking. A well-worded product description with keywords, on the other hand, attracts potential customers.
Social Media Marketing Is Becoming A Bigger And Bigger Channel
If you only think of Facebook regarding social media marketing, you only use a fraction of the possible channels for your online marketing. Twitter, Google+, Pinterest, WhatsApp, YouTube, Xing, and LinkedIn are other large social networks. There are also numerous industry and product niches that operate with their networks.
One form of advertising that is closely linked to social media marketing is influencer marketing. A brand ambassador provides his users with information, product tests, images, videos, and other formats relating to a product or a brand. The influencer operates in a special niche and can thus address users who represent the product’s target group 1: 1 with little wastage.
Advertising On Third-Party Websites
There are many different ways of advertising on other people’s homepages today. Banner advertising is the online equivalent of advertising in print formats. Banners come in different sizes. They primarily serve to strengthen the brand because they visualize a product or service with the help of a unique combination of text and images. Depending on the website’s size on which the banner is placed, the website operator offers the banner space directly, or an agency takes on this task.
Another advertising option is content advertising on a third-party website that addresses the same target group as the self-employed person. Content advertising can be placed as an editorial contribution. The integration of affiliate links in a thematically appropriate specialist article is also a form of content advertising. This form of content advertising is based on a commission model with various billing scenarios.
Email marketing is a popular instrument for customer loyalty. The customer receives up-to-date information on offers via email newsletter or is served interesting new articles directly on the virtual silver platter.
Search Engine Marketing. The Supreme Discipline With Two Forms
Search engine marketing plays a special role in online marketing. On the one hand, search engine marketing, or SEM for short, is optimizing the effectiveness of forms of advertising such as content, homepages, and web shops. On the other hand, search engine marketing is a form of advertising closely related to the user’s search behavior.
SEM has two forms: search engine advertising (SEA) and search engine optimization (SEO). SEA measures directly cost the marketing budget. At this point, advertising space is bought in the search engine. SEO measures require patience: Optimizing the homepage’s content, which also costs money, a better ranking is achieved in the long term.